09 Jun Building Customer Relationships: Episodic Content
Regardless of whether you are a TwiHeart, Hunger Games tribute or mad for ShowMax, the majority of consumers seem to get sucked into the allure of episodic content. Information delivered in episodes skilfully exploits the incessant desire to know more by leaving loose ends untied. However, reaching beyond the realm of entertainment, the episodic format has been hyped-up as the next big leap in content marketing. This is a winning format and the numbers are proof of that: Content Standard by Skyword reported that the average page views for articles in a series are 124.3% higher than those that are not.
Episode 1: The Art of Storytelling
To remain competitive and successful, brands in today’s digital age require a comprehensive understanding of the current market trends. Informed marketers understand that traditional marketing has become less effective in recent years, and this is why they are turning to new ways of building customer relationships to stay ahead of the proverbial pack.
Brands have been using the art of storytelling to capture consumer attention and sustain long-term relationships for many years. This is known as content marketing, which is defined by Joe Pulizzi, founder of the Content Marketing Institute, as:
“…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Episode 2: Consider Episodic Content to Drive Marketing Campaigns
The skill behind content marketing is to communicate with potential/current consumers without trying to sell them something. It is considered a non-interruptive marketing tactic that delivers information that enlightens consumers without pitching a product or service.
Episodic content marketing functions in the same manner, except it has the added objective to have audience members return to the brand. Every time they return, the brand is presented with the opportunity to strengthen its credibility and foster brand loyalty.
Another reason for releasing content in stages is to better guarantee that information remains at the front of mind until the next instalment. The key is to produce consumable portions of information with each instalment that have an on-going central theme.
A great example of this is when the lifestyle brand, Vans, released a twelve-episode series called #LivingOffTheWall. The movement enlisted individuals to share stories that illustrated originality and creative self-expression through the use of words, images and video. The aim was to share aesthetics that represent that brand without direct mention of the brand.
Episode 3: Deploying Episodic Strategy on the Advertising Battlefield
Here are some tricks of the trade for creating your very own episodic content campaign that will attract a loyal audience:
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Streamline the plot
As with any other content campaign, your first step will be deciding what message you want to put across and how you will do so. After you have developed the characters and you have a storyline, it is time to map out each piece of content and decide on the number of episodes and the optimal timing for publishing each.
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Craft enticing cliff-hangers
Audiences are driven to action by stories that seem to never have an ending, which is why most series watchers can’t resist a ShowMax or Netflix binge. You have to create anticipation that will be a great way to capture audience attention and encourage desired action, such as obtaining the next instalment.
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Maintain consistency
It is important to make certain that the content you publish is consistent and allows for the audience to grow comfortable with your style. Your brand should strive for equilibrium, where the audience is comforted in knowing what to expect from the brand but remain captivated by new perspectives and ideas.
Episode 4: The Future of Content Marketing
Episodic content marketing has the capacity to give your current content a great deal of marketing leverage and also help attract future brand followers. This trend could also give your brand a focus, a clear vision, and allow you to address topics that would otherwise be neglected in traditional marketing.